BKT Tires this season signed not one but partnership with 7 out of 12 PKL franchises. This multi-franchise sponsorship deal model is being exploited for the first time by any brand in the country on any property other then the IPL. The Indian Premier League in past has seen brands like Kingfisher & Reliance Jio taking the route of multi franchise sponsorship to leverage the property to maximum. Taking cue from that BKT Tires decided to leverage PKL via same model. The brand is seen as partner for seven marquee teams namely Patna Pirates, Puneri Paltan, Tamil Thalaivas, Telugu Titans, U.P. Yoddha, Bengaluru Bulls and Haryana Steelers for the ongoing season.
IMG-Reliance, BKT’s exclusive sports consulting agency in India, played a key role in identifying and forging strategic partnerships with these 7 teams.
Rajiv Poddar, Joint Managing Director, BKT Tires, said: “I am glad about this partnership since kabaddi has been one of the few sports which originated and evolved in our country. Being able to support some of the most competitive kabaddi teams in the country makes us proud.”
With this partnership, the tyre maker is aiming to not only support and sustain kabaddi to see talent grow but also help populate the sport through its market reach in the Indian heartland.
Coupe de la Ligue is a premier French League Cup knockout cup competition organized by LFP. Established in 1994, the tournament is only open to professional clubs in France which play in country’s top three football divisions. BKT, a manufacturer of off-road tyres used in specialist segments like mining, earthmoving, agriculture and gardening, will be the Coupe de la Ligue’s title sponsor for the next six seasons until 2024.